The Influence of Advertising Creativity, Credibility, Lack of Irritation, Informativeness, And Entertainment on Consumer Attitudes Towards Brand on Gojek Advertising

This study examines the role of advertising creativity, credibility, lack of irritation,
informativeness, and entertainment on consumer attitude toward the brand on Gojek X Ariel
NOAH #CepetanGoSendInstant on YouTube. This research was conducted using a quantitative
approach with a survey method. The data was obtained through an online survey using Google
Forms to 256 respondents who are YouTube social media users in Indonesia with a minimum
age of 18 years and have seen the Gojek advertisement “#CepetanGoSendInstant by Ariel
NOAH x GoSend” on YouTube. This research uses Structural Equation Model (SEM) analysis
technique with Partial Least Square (PLS) approach. Measured variables are advertising
creativity (24 indicators), credibility (3 indicators), lack of irritation (3 indicators),
informativeness (2 indicators), entertainment (3 indicators), attitude toward the
advertisement (3 indicators), and attitude toward the brand (3 indicators). The results showed
that advertising creativity and entertainment had a significant effect on attitude toward the
advertisement, while credibility, lack of irritation, and informativeness had no significant
effect on attitude toward the advertisement. The results of the study also found that the
attitude toward the advertisement had a significant effect on the attitude toward the brand.